Media
The Civic Service Agency is launching its new communication campaign on Monday, May 13th, to recruit volunteers for Civic Service.
The goal: to encourage young people from all backgrounds to engage in a positive, accessible, and beneficial experience for themselves and others called Civic Service.
Favored by young people, the Civic Service has successfully integrated into the French landscape and continues to prove its utility and popularity. For 14 years, the Civic Service Agency has enabled over 750,000 young people to carry out compensated missions in service of others.
“The essence of Civic Service is to build the engaged society we aspire to. Civic Service empowers youth to achieve fulfillment by focusing on others. This holds particularly true for ecological Civic Service, which allows contributions to one of the century's challenges.”
Sarah El Haïry, Minister Delegate in charge of Children, Youth, and Families.
To reach a youth demographic of diverse profiles, the Civic Service Agency is launching a new recruitment campaign aimed at young people eligible for a mission (aged 16 to 25, up to 30 if having a disability) with a simple message: “Switch to Civic Service mode, find the mission that suits you.”
Nadia Bellaoui, President of the Civic Service Agency: “This campaign addresses youth in all its diversity. It invites every young person to live their passion through the Civic Service experience. An open commitment to anyone who wishes to mobilize for a cause while gaining valuable and formative experiences.”
A New Expression Territory to Convince Youth to Switch to Civic Service Mode
This communication campaign from the Civic Service Agency features eight 15-second films and two 30-second films, focusing on the different facets of youth: partygoer, nature lover, foodie... Everyone can live their passion and realize it through an experience that changes everything for oneself and society: a Civic Service mission.
The campaign also aims to better identify Civic Service among the options available to young people, reminding them of what it entails: compensated missions for those aged 16-25 (up to 30 in case of disability) in a wide variety of themes and action modalities.
Each young person shifts from their own passion or interest towards a Civic Service mission by flipping back their smartphone, visualized through quick shots and dynamic cuts, aligning with the codes used on social networks. All enhanced by original music and the best spokespersons possible: volunteers who have actually completed Civic Service or are currently on a mission.
Love animals? → Get involved in animal protection through “environment” missions.
Party lover? → Lead prevention activities at festivals through “health” missions.
Movie buff? → Facilitate access to culture for everyone through “culture and leisure” missions.
Soccer enthusiast? → Contribute to inclusion through sports in “sport” missions.
Gamer? → Connect generations through “solidarity” missions.
Nature lover? → Protect natural spaces through “environment” missions.
Studious? → Promote access to education for all through “education” missions.
Foodie? → Take part in food aid distributions through “solidarity” missions.
The campaign comes in various formats: TV and audio spots, VOL, print media, DOOH, display, and on social networks - YouTube, Twitch, Snapchat, and films adapted for TikTok. You can find it here.
The creative challenge of this campaign was twofold: to find a concept capable of speaking to youth in their diversity of situations and aspirations while also shortening the path between their passions and public interest to encourage action towards applying for Civic Service.”
Jean-François Martin, Senior Partner at Insign
In this campaign, the Civic Service Agency was supported by Insign agency, with production support from Transfuges, directed by Nabil Senhaji, and photography by Boby.
